It is a symbol to us, a touchstone: only Fashion can remember
this and remind everybody of this without taboos (to be honest,
even music could do...).
We think that Fashion is linked to the dialectic of costumes:
we think that costumes change the collective and personal perception
of taste.
Fashion is sociologically a mechanism to regulate cultural changes,
partly organised and rational, but mostly unconscious and
irrational.

The inflation of trends and their fast export highlight in an
equally fast way the aesthetic ageing of products:
some products are trend-followers, they age and disappear;
others are trend-setters able to “impose” fashion with originality
and good planning and products and they do stand up.
They are designed to be – and afterwards recognised as – longlasting
products.

While studying the design and the style of a basic pair of jeans
able to transmit an idea of a Middle-East culture searching for
taste, identity, balance and contemporary elegance, we realised
we were meeting not merely a new economic market need (a
very vast one and Italians can easily pander to it), but a real
social, human and contemporary need.
We think that meeting this need with quality and style – this is
a conceited statement, but Italians have frequently taught the
sense of style – is the most sincere, intelligent and visionary attitude.